Tough times don't deter these restaurateurs

Sunday

Mar 29, 2009 at 12:01 AMMar 29, 2009 at 2:40 PM

Despite the recession, new businesses continue to open in Stark County. Of all the locally owned businesses, perhaps the most risky is the restaurant. The owners of three restaurants that opened within the past six months admit their friends and family all thought they were crazy to take such a step during such uncertain times. But they believe their restaurants will succeed if they are careful with spending, pique local interest, work long hours, and keep prices reasonable.

Saimi Bergmann

Even in the best economic times, opening a restaurant is risky. More than 60 percent fail within the first three years.

But opening a restaurant during a recession?

“My uncle said, ‘What are you doing? You’re crazy for opening this up. Look at all the places going out of business!’ ” said Gene Ivey, who opened Contessa’s Pizzeria at 6630 Wise Ave. NW in Plain Township in November.

Sylvester Premier opened Primavera’s on Jan. 1 at 5382 Fulton Rd. NW in Jackson Township, site of the former Cheers restaurant.

“We got together with the people who own the shopping center, and they offered me a proposition, to go in there and see what I could do,” Premier said. “They knew I’d be the only one stupid enough to open up a new place with all that’s going on, everyone stumbling around.”

Vicki Phillips and her aunt, Pat Miller, opened a restaurant in October in the Hart Mansion, a local landmark at 411 N. Main St. in Minerva.

For Ivey, like many fledgling restaurateurs, it was the realization of a dream.

“I’ve always loved to cook,” he said. “I was in the car-selling business for 27 years, so I’m used to the long hours. But now I’m doing it for myself. I can’t wait to get up in the morning and get here.”

Ivey believes risky times actually can be a good time to open a business, because you won’t overextend yourself.

“You get in when everything is booming, you spend lots of money because you think things will never change. Then you’ve got a 300-seat restaurant and you’ve got 30 people in it,” Ivey said. “I gotta keep my overhead low, watch everything I spend and work 75 hours a week.”

Despite the recession, Phillips said she never considered canceling or postponing the opening.

“There was lots of local interest. (The house) was built in 1869. Everyone has seen that house their whole lives. I knew we’d be OK, just because the word was out, waiting for us to open.”

So how are the restaurants faring?

“The first six weeks I was open, there was a snowstorm every day,” Premier said of Primavera. “But they’re starting to find us now.”

Phillips said business is booming but admits it’s due in part to low introductory prices at the upscale eatery.

“We didn’t want to scare people away, so we have nothing over $20,” she said. “They (prices) will be going up, definitely, but we hope to maintain these prices until summer.”

Ivey said he has a “small but loyal group” of customers.

“Let’s be honest, in two weeks I could be out of business,” he said. “But I’m a glass is half full person.”

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